Toyota drops Scion

Toyota will discontinue its Scion brand from August this year. It was launched in 2002 in an effort to appeal to younger buyers wanting to stand apart from their parents. However, according to Bob Carter, senior vice-president of operations for sales, “youth buyers are in a completely different position than they were 13 years ago”. He adds interest from those consumers in the Toyota brand are “really what’s driving this decision” to close Scion. The announcement comes just months after the launch of two models that were seen as “critical to reviving” the brand. Its model line-up will be incorporated into Toyota starting with the 2017 model year. Scion’s iA sedan, iM hatchback and FR-S cars will be sold as Toyotas for the 2017 model year, joined by the CH-R concept when it becomes available in the US next year. The production version of the crossover will debut at the Geneva Motor Show in March. The 1,004 US Scion dealerships located within existing Toyota dealerships will continue to sell vehicles and the marque will contact dealers to notify them of the closure.